Life, 1921-04-28 · page 36 of 36
Life — April 28, 1921 — page 36: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. Colgate & Co. marketed their refillable shaving stick by comparing the replacement mechanism to reloading a firearm—a vivid analogy for early 1900s readers familiar with guns. The ad highlights the product's economy: customers buy the metal grip once, then purchase only cheap refill soap cartridges rather than full containers. The military comparison suggests efficiency and practicality to appeal to masculine consumers. The soldier illustration reinforces this masculine angle. The text emphasizes convenience (no messy finger-rubbing) and fragrance. Notably, the company claims to have "took the rub out of shaving originally in 1903," establishing market leadership. This reflects pre-WWI advertising conventions: associating consumer products with military preparedness and masculine virtue was common persuasive strategy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Like Re-Charging a Gun JUTTING a Colgate “Refill” Shaving Stick into the “Handy Grip” is as simple as slipping a cartridge into a gun. The metal “Handy Grip” and Container last for years. When you need “Refills” buy them for the price of the soap alone. The soap itself is threaded to screw into the “Handy Grip,” and the small stub removed from the socket can be moistened and stuck upon the end of the “Refill.” There is no waste. Shave with Colgate’s and avoid the need of mussy rubbing in with the fingers. The fragrant lather softens the beard by being worked up under the brush alone. It leaves your face cool and refreshed. We took the rub out of shaving originally in 1903. Colgate’s Shaving Stick not only produces the most soothing lather for the average man but it is a little more economical in use than powder and much more economical than cream. As we make all three, we can give you this impartial advice. COLGATE & CO. Dept. 23 199 Fulton St., New York The metal Hendy Grip” con trial size stich of Co Shovine Soap, sere for 10c. When te trial st» k is used wp you con buy the Colvate "* Refills,” threaded to At this Grip, comicbooks.com